Luxury fashion retailer Cole Haan launches its new marketing campaign strategically designed for New York city dwellers. ‘CQLE HAAN’ – uses the letters of the various NYC subway lines (including the Q) to categorize the different items in the new collection. From social media, to traditional and mobile advertising, the company is taking advantage of various channels to support its new line. In the subways, print ads show the brand spelling out its name with iconic subway lines – “Q” line replaces the “O” in its name.

Online, Cole Haan has teamed up with popular fashion websites such as Refinery 29. Visitors can click on each subway line letter to see a different line of the spring/summer collection. On Cole Haan’s Facebook page, fans can read and submit “Subway Stories” and images of the new collection. The mobile site features similar functions where users can see optimized pages categorized by product lines via selecting a subway line.